2010 Winners & Shortlists

Results and Effectiveness

Overall campaign results The campaign had a positive impact on brand KPIs, especially Unaided Brand awareness which increased by 33%, as well as Trendy Image by 17%.

Creative Execution

We organized an “It’s Possible” Freefall in Jumeirah Beach Park, where people experienced what it feels like to “Free Fall” from a high altitude. The “Free Fall” activation was an opportunity for sampling where over 50,000 cans and flyers were distributed, leading up to the event, which attracted a huge crowd and participation.

Insights, Strategy and the Idea

Generate awareness & impact for Coke Zero, capitalizing on the brand communication “It’s Possible”. Our research shows that our target audience likes adventure/sports and spends most of their time in shopping malls and parks, and are driven by cash prizes. We would capitalize on this by creating an opportunity for people to win cash prizes and create interactivity with the target, through engagement and creative executions. the findings from research, we have created an opportunity on TV for people to win cash prizes, and activated “making the Impossible, Possible” (in Malls and Parks).